Most writers get this wrong...

Welcome to this week’s edition of The Legacy Letter where every Tuesday you’ll get an email directly from me helping you build your brand, grow your business, and leave your legacy.

Let’s get into today’s message…

A Brief Overview of Today’s Legacy Letter:

8 Strategies to Create Emotion in Your Writing:

1. Storytelling

2. Use Descriptive Language

3. Create a Sense of Urgency

4. Appeal to Fears and Aspirations

5. Address Pain Points

6. Use Power Words

7. Show Empathy

8. Incorporate Humor

All copywriting is getting someone to think a certain way or take action on a certain thing.

It’s as simple as that.

How good is your writing at persuading someone?

There’s one factor that leads to the best outcomes…

And most of the writing advice drastically misses this point…

The majority being made are based on emotion.

Yet, most people just say “post value,” but none of it matters if the writing doesn’t appeal to the readers’ emotions.

If it doesn’t cause someone to feel something (good or bad), people are not going to take action or buy into your ideas.

So today, I want to provide 8 of the best strategies for creating emotion in your writing… after experimenting over the past 2 years of building my ghostwriting agency to $60k per month.

1. Storytelling

Everyone loves a good story.

One of the ultimate hacks writers use to get people to not only read the content but also take action, is storytelling.

Instead of saying, "Our product is reliable," evoke emotion by sharing a customer success story:

"Meet Sarah, who transformed her life with the reliability of our product, making every moment stress-free."

2. Use Descriptive Language

Instead of a basic description, say, "Experience the enchanting aroma of our coffee that transports you to a cozy cabin in the woods with every sip."

Give people the details they’re looking for and go deeper into the product or service and what it offers.

3. Create a Sense of Urgency

People are more motivated by loss than they are gain…

Give them a genuine reason to take action faster.

Things like “5 spots left” or “price going up soon” create a sense of urgency and move people to take action.

4. Appeal to Fears and Aspirations

People take action based on two primary motives…

1. Fear of loss

2. Vision of an ideal future

When writing copy, tie these emotions in and appeal to their deepest fears and their greatest ambitions and aspirations.

Before we continue, here’s a quick word from today’s sponsor:

5. Address Pain Points

Diving deeper into the “fears” aspect of writing, you must find the specific pain points that people are dealing with as it relates to your offer.

Instead of merely presenting solutions, empathize with their pain points: "Tired of sleepless nights? Discover the comfort you deserve with our revolutionary mattress that alleviates your back pain and provides blissful rest."

6. Use of Power Words

Power words are big bold words used to describe something… but use them sparingly and strategically.

Here are some examples:

• Conquer

• Amazing

• Wonderful

• Remarkable

• Spectacular

Too many of these close together and it comes off fake and salesly.

7. Show Empathy:

Instead of a detached message, show understanding: "We know the challenges you face. Let us be your partner on this journey, providing unwavering support every step of the way."

Showing empathy in your writing builds trust and rapport with your audience. It lets them know you understand them and what they’re going through.

8. Incorporate Humor:

Everyone likes a good laugh…

Instead of a dry, to-the-point tone, add a touch of humor: "Say goodbye to boring lunches! Our new menu will have your taste buds dancing, turning your lunch break into the highlight of your day."

People want to be entertained just as much (if not more) as they want to be informed and educated.

There you have it!

8 strategies to create emotion in your writing and engage your readers.

That’s all for today’s message. Thanks for reading!

Until next time... Keep building,

Clifton

P.S. Whenever you're ready, here's how I can help:

If you’re a Founder, Entrepreneur, CEO, or Agency Owner and want to build your personal brand and establish authority on LinkedIn…

Click the link below:

Before we keep going, a quick message from today’s sponsor:

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